Examining the contributing factors of virtual event quality toward event satisfaction among attendees

• Published in: Information management and business review Vol. 16; no. 3(I); pp. 140 - 148
• Main Authors: Nordin, Azzura, Maon, Siti Noorsuriani, Dzulkipli, Mohd Redhuan, Anuar, Annurizal
• Format: Journal Article
• Language: English
• Published: 05.09.2024
• ISSN: 2220-3796; 2220-3796
• DOI: 10.22610/imbr.v16i3(I).3936

Due to the rising acceptance of virtual events, more empirical studies are needed to determine factors influencing attendees’ satisfaction.  It is crucial to comprehend the essential factors determining the quality of virtual events as the virtual world continues to define the future of event experiences. Given these considerations, event planners may create and deploy virtual experiences meeting the diverse needs and preferences of the attendees. Hence, the main purpose of this paper is to examine the influence of virtual event quality dimensions on the level of event satisfaction among the attendees. A cross-sectional study was undertaken by administering a survey instrument to collect response data from participants in virtual events. There were 124 valid responses obtained for data analysis. Descriptive and inferential analyses were performed using IBM SPSS version 28. The study findings revealed that there was a statistically significant relationship between the quality of virtual event factors and event satisfaction among the attendees. The results of regression analysis indicated that vividness (p=0.016), functionality (p=0.003), entertainment (p=0.029), fulfillment (p=0.037), privacy (p=0.037), and social presence (p=0.001) were found to be significant predictors of event satisfaction. In conclusion, this study highlights the importance of considering several factors of event quality, particularly in planning and implementing virtual events. Event organizers can enhance attendees’ satisfaction through the use of more immersive and substantial virtual experiences, by focusing on attributes such as vividness, functionality, entertainment, fulfillment, privacy and social presence.